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Game-Changing Marketing Attribution Platform Released: Our Personal Journey

April 18, 2023

When you’re picking an ecommerce marketing attribution platform, you want to work with a company that understands not just ecommerce but your site’s unique marketing challenges. Our founders have seen the progression of the ecommerce industry and have lived through the exact challenges our customers are up against. Finding a partner who knows the day-to-day issues you face, and who has seen firsthand how hard it can be to get and trust marketing data, is imperative. 

This is exactly why we created AdAmplify. Before launching the platform, our founders Phil Dubois (CEO and president) and Kevin Jampole (CRO) spent decades as entrepreneurs in the ecommerce and advertising spaces, with both being in the industry for over 30 years. They built this platform to solve the issues they themselves experienced on a daily basis. They aren’t just founders; they’re also end users. 

Here are some of the key questions you should ask of your ecommerce marketing attribution solution — and how AdAmplify is solving them.

How do you make sense of the vast first-party data available to you?

In the ’90s, you were lucky to get any feedback on how your advertising efforts were performing. The adage “I know 50% of my ads are working—I just don’t know which 50%” was popular for a reason.

Today, we have access to an overwhelming amount of data, but the road to understanding it hasn’t gotten much easier. Facebook and Google ads, for example, come prepackaged with bias. If these ads were served anywhere in the conversion path, the sites may take 100% of the credit for conversions. Because of this, objective data can feel nearly impossible to come by. How can you measure ROI when you can’t trust the information you’ve been given?

Marketers and advertisers need a trustworthy way to track data. Instead of selling ads or pushing an agenda, our goal is to be your source for unbiased revenue attribution. We give you the whole picture, calculating the importance of each individual channel and recognizing that user behavior changes site by site. In this way, you can understand not just what links people are clicking on but also how important each individual channel is to your overall advertising strategy.

AdAmplify's Marketing Attribution for ecommerce stores provides unbiased data from all of the channel weights, probability of purchase and predict purchase behavior for each channel.

Are you reaching high-value, repeat customers?

Another important thing that our founders learned over their careers is that not all ad spend is created equally. Phil spent a good chunk of his early professional life working in online auctions. One thing he noticed was that the high-value bidders didn’t show up until the last several minutes. This meant that the customers who would spend the most and would likely return the following day weren’t there for the majority of the auction. Knowing this, and knowing how to market to those high-value latecomers, was integral to the auction’s success.

This is equally true in modern digital advertising. If your customer acquisition cost (CAC) is high, you want to make sure that you’re spending it on a channel that is likely to bring you a customer for life or, at the very least, a repeat customer. If you are paying more to bring a customer in than you make in the sale—and that customer never returns to make a subsequent purchase—you end up with a net negative. Having data on the relationship between CAC and order rate is integral to any ad campaign’s success. Yet so many marketing technologies focus on customer acquisition without factoring in the probability of future purchases and using marketing attribution to measure ROI correctly

We set out to solve this by demystifying the user journey. Our clients have access to the full breadth of acquisition and purchase data—and not just in terms of how and where new users were converted. With our dimension-specific dashboards, you are given a full 360-degree look into what makes a repeat customer and how to successfully retarget them. 

Our User Journey report tracks all the touchpoints in customer journeys.

What channel brings in the most likely subsequent purchasers? How many days does it take the average customer to purchase again? When is the right time to push those customers back into a nurture stream? And which channel should be used for outreach? These types of questions were once solved by educated guesswork, but our goal is to create something more concrete. So, you can be confident that every dollar you spend is being put to work.

How do you find a marketing attribution model that works for your specific business?

Attribution is complex; having worked on both sides of the fence, Phil and Kevin know what it’s like to feel as if you’re banging your head against a wall trying to make sense of your campaigns. Are they working? Is email really yielding low results? Or is someone receiving an email and then, two days later, going directly to the website? Just because you don’t get an immediate click-through doesn’t mean the messaging, or the channel, was wrong. How do you measure the success of channels when marketing attribution isn’t a 1:1 game? 

At AdAmplify, we know that solving this equation is about user probability (i.e. how likely is this person to make a purchase), not click-through rates. When you look at attribution through a linear model, as organizations have for many years, you don’t see the full picture. At best, you’re running on educated guesses (read more about the common marketing attribution models for ecommerce stores here).

Multi-touch-attribution (MTA) gives a clearer view of the customer journey and users’ sentiments toward specific campaigns. Even better, using machine learning (ML), which allows us to analyze millions of granular customer journeys at scale, our clients get custom marketing  attribution models for their particular sites — because every site experiences divergent customer journeys. 

With Machine Learning-driven MTA, we are able to determine how many visitors come in through which entry points, how likely they are to make a purchase based on that, and—perhaps most uniquely—forecasting future revenue by channels and campaigns. This game-changing ecommerce marketing attribution platform allows marketers to begin looking at campaigns as the sum of their parts, making data-driven decisions about their advertising plans.

Don’t settle anymore for guesses or complex sheets of data without streamlined, data-driven recommendations. That’s the reality Kevin and Phil faced as ecommerce and advertising entrepreneurs. They built AdAmplify to ensure that struggle is a thing of the past.

Does your Martech reflect the concerns of people who’ve been in your shoes?

Our founders have been in the trenches. They think like CEOs (because they have been CEOs in their own right), and they know the headaches every marketer and advertiser faces. In their decades of combined marketing and ecommerce experience, they have seen the traditional solutions and watched them evolve. And they have felt the disappointment when these solutions fell short. Everything we build is designed around that. 

Our goal is to make your job easier—whether you’re trying to strategize channel spend, looking for new opportunities to scale revenue, or just searching for a clearer picture of how your ads are performing. We believe you have a right to access and understand your data, without bias, and in a way that can allow you to make informed decisions for the future.

Ready to change the way you think about advertising? Reach out to us.

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